Editor’s Note: The below news items were initially reported in the Brewbound Insider Newsletter October 6-7. Become an Insider today to get earlier access to what’s going on in the industry.
Upright Brewing to Cease Production
Upright Brewing (Portland, Oregon) is winding down operations after more than 16 years, the brewery announced on social media last week.
Upright will cease production in a couple of months, but maintain normal operations in the interim, per the company. Its taproom will remain open through the end of December before closing.
Additionally, its satellite Beer Station will stay open and then transition into “pouring beers from our favorite breweries” and will remain “a welcoming neighborhood spot with thoughtfully served craft beer.”
The company wrote: “Upright has been a proud part of the Portland beer scene for over sixteen years, a time that has been a bit of a roller coaster with change in the industry and the world at large. It has been an incredible experience on our end, and I hope that we helped people feel joy and stimulation, whether it was by way of a tasty beer or an honest chat in the taproom.”
Meanwhile, Upright’s leaders encouraged other brewers to reach out about taking over its production space.
Boston Beer Adding Sun Cruiser Singles, New Ads This Fall
Boston Beer is adding 19.2 oz. single-serve cans of its Sun Cruiser Iced tea Vodka for convenience stores, starting in New England this month before going national in January.
The company claimed Sun Cruiser will be the first vodka iced tea and vodka lemonade in the format. Sun Cruiser 19.2s will include Classic Iced Tea, Half & Half, Lemonade and Pink Lemonade.
Boston Beer will also roll out new ads for Sun Cruiser with the theme “Let the Good Times Cruise.” They’ll hit TV, streaming, digital and social.
Brewers Association Shortens CBC By 1 Day
The Brewers Association (BA) is trimming the 2026 Craft Brewers Conference (CBC) in Philadelphia by one day.
All About Beer noticed the streamlined schedule, which now runs April 20 to 22, with the World Beer Cup awards ceremony bumped up a day to April 22.
BA VP of marketing and communications Ann Obenchain told All About Beer the update is meant to “deliver a streamlined, more impactful experience through a bold new schedule, curated programming and improved accessibility – reflecting the needs of today’s beverage-alcohol professionals to maximize value while minimizing time and cost demands.”
The move is the latest in a wave of changes at and by the BA in response to a new era of bev-alc, including the appointment of a new president and CEO of the trade group, Bart Watson, and the addition of full strength spirits to GABF.
Catch up on Brewbound’s coverage of previous CBCs here. Or check out other BA news here.
Philadelphia Eagles to Host ‘Fully Sober Tailgate’
Booze-free football fans rejoice!
The Philadelphia Eagles and Recovery Centers of America are partnering to host a “fully sober tailgate” at Lincoln Financial Field Sunday, October 26, ahead of the Eagles’ game against the New York Giants.
The event, co-sponsored by Liquid Death, promises “food, non-alcoholic drinks, tailgate games, and raffles to win prizes including tickets to the game.”
Bero and Happy Team Up for a Celeb-Boosted Collaboration
Bero, the craft non-alcoholic (NA) beer backed by A-lister Tom Holland, has debuted a seasonal stout featuring fellow Avenger Robert Downey Jr.’s brand Happy Coffee.
Bero x Happy Coffee Draught features “rich espresso and roasted coffee aromas that greet you on the nose,” “velvety layers of dark chocolate and toasted malt balanced by a hint of caramel sweetness,” and is “nitrogen-driped with a cascading pour, and an incredible creaminess and a true-to-style stout mouthfeel,” CEO and co-founder John Herman wrote on LinkedIn.
The limited release is available in 6- and 12-packs at Target, and on Bero’s website, which also offers it in 18- and 24-packs. In addition, fans can buy the From AM to PM Set, a bundle featuring a 12 oz. package of Happy’s Eternal Hoptimist ground coffee and a 6-pack of Coffee Draught for $25.
The collaboration comes as Bero nears its first birthday. Catch up on our coverage of the NA brand’s launch here.